Hasta La Creative!

We’ll keep this quick: The Creativity Awards this year has introduced a category dedicated to short-form work.

The Short-Form Featured Category will honor the best of tiny but might attention-grabbers, the biggest successes in formats that have become increasingly important in an era of ad avoidance, be they memes in marketing, GIFs by brands or very quick video hits.

“We like the idea of encouraging all advertisers to use TV advertising and this is a way to do it,” Fox Networks Group executive Suzanne Sullivan said last summer, when Fox started selling 6-second ads in its broadcast of the Teen Choice Awards.

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Soundtracks can drastically change the emotional tone of a video. BBR Saatchi & Saatchi cleverly leverages this fact in a campaign for an Israeli nonprofit serving people with hearing loss. Three ads for the group, known as Bekol, use Facebook’s in-feed video format, which runs automatically but stays silent until clicked, to pair striking visuals…

Pass it on

Pssst have you heard? The Association of National Advertisers announced today it would be acquiring the Word of Mouth Marketing Association, a marketing trade group founded in 2004. ANA CEO Bob Liodice says the deal would help ANA increase member services in WOMMA’s areas of expertise. It follows other acquisitions in recent years of groups like the Business Marketing Association and the Brand Activation Association. Terms were not disclosed. A major driver in co-founding WOMMA in 2004 was a frustration that the major industry associationsANA, IAB, DMA, 4A’swere not adequately addressing the ‘non-paid’ media landscape, says Pete Blackshaw, head of digital innovation and service models at Nestle, who was a Nielsen executive when he helped found WOMMA. “We also felt a critical need to establish a high industry bar for word-of-mouth ethics and social media disclosure, which I believe WOMMA delivered with excellence,” Blackshaw says. ” ANA appears to be embracing both fronts, so it’s hard not to imagine positive outcomes coming out of this.” He added that the move comes as consumer testimonials, reviews, ratings, social media engagement and other forms of online or offline word-of-mouth grow in importance.

Curry is backwith Warriors and with Brita

Continue reading at AdAge.com

We’ll keep this quick: The Creativity Awards this year has introduced a category dedicated to short-form work.

The Short-Form Featured Category will honor the best of tiny but might attention-grabbers, the biggest successes in formats that have become increasingly important in an era of ad avoidance, be they memes in marketing, GIFs by brands or very quick video hits.

“We like the idea of encouraging all advertisers to use TV advertising and this is a way to do it,” Fox Networks Group executive Suzanne Sullivan said last summer, when Fox started selling 6-second ads in its broadcast of the Teen Choice Awards.

Continue reading at AdAge.com

The Ad Council lands on this week’s Viral Video Chart with a drunk-driving PSA that tries humor instead of scare tactics. It shares the top 10 with regulars like Shell, Google and Google’s YouTube, according to Visible Measures, which provides the data you see here. As always the view counts for campaigns includes both organic views initiated by viewers on purpose and views for paid advertising.

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Continue reading at AdAge.com

Ainda que tenha dividido público e crítica no final de 2017, “Bright” teve uma continuação anunciada pela Netflix neste começo de 2018. A sequência da primeira superprodução do canal de streaming contará com o retorno de Will Smith e Joel Edgerton no elenco e de David Ayer na direção, além de manter os nomes de …

> LEIA MAIS: Com o sucesso de “Bright”, Netflix anuncia continuação